Online advertising expenditure continues to grow across Europe, as the latest data from IAB Europe indicate 13.4% growth in the first half of this year, with Central and Eastern Europe (CEE) the fastest-growing region.
The AdEx Benchmark H1 2016 study, produced by IAB in collaboration with IHS Markit, showed that online advertising reached €18.6bn in first half of 2016, up from €16.4bn in the corresponding period of 2015; double-digit growth is expected to continue for the full year.
The CEE region helped to drive overall growth with an increase of 16.2% whilst spending in the more mature markets of Western Europe rose 13.1%.
And, as might be expected, mobile has been central to the expansion of online advertising across all formats: mobile display grew by 61.3% and mobile search by 57.3%.
Mobile display was particularly prominent in the CEE region, the study reported, where spending leapt more than 100%.
Bron en volledig bericht: Warc